A Holding Company CFO Gives Her Take on Evolving Client-Agency Relationship Models
WPP's Diane Holland believes that for agencies to succeed in the future, they must evolve into being focused on business growth, regardless of which relationship model their clients prefer
WPP Deputy CFO Diane Holland argues the traditional agency model is no longer sufficient as artificial intelligence (AI) and data reshape client expectations. Her keynote at the ANA Advertising Financial Management Conference suggests blended compensation models and outcome-based thinking may define the next era of client-agency relationships.
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